2013 has already seen some pretty big changes in how we approach internet marketing. Here are a few of the marketing technologies and strategies generating the most buzz around the web as well as some examples of how marketers are already using them.
Parallax Scrolling
Parallax scrolling is a scrolling technique which creates the illusion of depth on a 2D surface by having background images move down the screen slower than foreground images. The sites that utilize parallax scrolling well are visually stunning and can be great platforms for promoting a brand.
For instance, check out the site for Activate, a vitamin water company. Admit it, you’re a little impressed.
Remarketing
Remarketing is a term for re-engaging users that have visited your website before. Remarketing allows marketers to keep brands fresh in users’ minds, even after they’ve left the brand’s main site.
AdWords rolled out a remarketing tool last year in which you’re able to “tag” certain pages of your site and link them to specific ad campaigns. For instance, if you have one page that sells coffee beans, you could tag the page “coffee beans.” Then you can create an AdWords campaign that shows highly specific messages to people who visited the “coffee beans” page while they browse across the Google Display Network.
Responsive Design
People are increasingly using their phones and tablets to browse the web. Any business that’s serious about online marketing needs a solution for their mobile users.
A responsive website automatically detects the user’s browser size and rearranges the content to fit the parameters. No need to create separate mobile apps for all the different smartphones and tablets out there. A responsive design site fits any type of device, no matter what size.
To get a feel for responsive design, check out Mashable.com. Once you’re on the site, simply resize your browser screen to see the site rearrange the content. Pretty cool right?
Inbound Marketing
Inbound marketing is the opposite of traditional, or outbound, marketing. In a normal marketing plan, advertisers talk at consumers by buying ad space on billboards, television channels and radio programs. Outbound marketing also includes everyone’s favorite marketing efforts like cold calling, direct paper mail, and spam email campaigns.
Inbound marketing flips traditional marketing around and seeks to earn the attention of customers by creating interesting content which draws customers into the brand.
Remember the Red Bull Stratos jump when daredevil Felix Baumgartner fell 128,100 feet and broke the speed of sound? The live stream of the stunt broke YouTube’s record for number of concurrent live stream viewers, with over 8 million tuning in on the day of the event. That’s 8 million viewers (plus the millions afterwards who visited the site and played the videos) watching both Felix and the Red Bull logos on his suit. No need for a billboard when you’ve got that kind of content on your site.
About the Author
Ricardo Casas is the CEO and founder of Fahrenheit Marketing, an Austin web design firm. Fahrenheit Marketing provides its clients with a full range of online marketing capabilities including website development, search engine optimization, and mobile app design.
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